Two-in-one pizza box offers get trendy

Oct. 31, 2010

The new trend in pizza is a step beyond price bundling. It's product bundling in the pizza box.

Last week, Pizza Patron announced it was testing a new $10 “Paquetazo” promotion in three markets that offered two pizzas, bread sticks, and a drink in a newly designed box that uses outdoor advertising principles. 

Now, the originator of the two-pizzas-in-one-box promo is jumping into the fray. Little Caesars has announced a similar setup with its Pizza!Pizza! Pantastic deal. Pizza!Pizza! Pantastic is a new pizza from Little Caesars created to feed five or more people. The pizza features 12 slices and thicker crust than its existing offerings. Starting November 1, customers in the Detroit metro area will get a limited-time offer of two rectangular pizzas -- one pepperoni and one Ultimate Supreme -- in one convenient box.

Brand president Dave Scrivano told the Detroit Free Press’s Tom Walsh that the product could go national early next year. Founder Mike Ilitch -- who wanted to enliven the brand’s iconic “Pizza! Pizza!” rally -- was the driving force behind the product.

From the story:

Mike Ilitch, who co-founded Little Caesars with wife Marian in 1959, inspired the new creation, telling Scrivano about six months ago, "We've got to find a way to bring back Pizza! Pizza!, but with a brand-new innovation of some kind."

Little Caesars coined the "Pizza! Pizza!" catchphrase in 1979, to describe a promotion in which it offered two pizzas in a single package for approximately the cost of one of its competitors' pies. In recent years, that promotion has been eclipsed by Hot-N-Ready pizzas available for immediate takeout at $5 each.

Topics: Food & Beverage , Little Caesars , Marketing / Branding / Promotion

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